Business-to-business marketing doesn’t have to be complicated or elaborate to be effective. Business-to-business (B2B) can be explained as business that sells products or provides services to other businesses. These organizations in turn, may re-sell the products and services to final consumers; or they may use the products or services as an input for manufacturing of final consumer goods; or use it provide services to final consumers; or government that use these products and services to serve the society. While B2B activity may exist in both traditional form and online, the acronym B2B is commonly refer to the online variety (Jobber, 2007, p. 19).
Modern marketing concept can be defined as identifying and meeting targeted consumer needs and wants better than the competitor, for the benefit of the organization and its stakeholders. Therefore, the function of marketing management will include formulating and implementing a suitable marketing strategy to achieve organization goals; through satisfied customers (Kotler & Keller, 2009, p.45).
In fact, the most successful B2B marketing is often based on a simple strategy: Deliver clear, relevant messages consistently well over time to carefully selected prospects.
Here are seven principles of a simple but smart B2B marketing strategy: 1. Targeting. Aim your marketing campaigns toward the people who most want to hear from you: Prospects with the same needs and demographics as your best customers. 2. Relevance. In a noisy marketplace, people tune out messages that aren’t directly relevant to their interests. Know the needs of the business decision-makers you’re targeting and tailor your messages accordingly. 3. Consistency. Marketing across all channels – from paid advertising to sales letters, from websites to face-to-face presentations – should support your brand positioning and consistently repeat the